Full Description
The COVID-19 pandemic has emphasized the need for health professionals to communicate more clearly about what public health is and why it matters. Public health in the United States has been underfunded, undervalued, and misunderstood largely because of the unclear and inconsistent way health leaders talk about it.
Talking Health is intended to help public health and allied professionals communicate about public health more effectively - whether they need to reach policymakers, community partners, the media, or the public. Many people who are trained in medicine or public health have never had to "sell" ideas or policies to uninformed or skeptical partners, but the insights, tools, and resources included in this book can provide a first step toward better communications and stronger partnerships.
This book is based on original research and insights by social scientists and seasoned communications professionals at the FrameWorks Institute and Hattaway Communications. It provides practical tools such as tested messaging and effective metaphors to help professionals avoid messages that backfire, answer challenging questions, reframe public health assumptions, and draw on the power of anecdotes while sharing important data.
Drawing together leading experts across media and public health, Talking Health is a practical and powerful starting point for those ready to change how public health is viewed and valued in our nation.
Contents
Acknowledgements
About the Authors
Contributors
Introduction: Good Health Depends on Better Communication and Stronger Partnerships, Ruth Katz, Maureen Byrnes, and Brian C. Castrucci
I. WHY PUBLIC HEALTH NEEDS TO DO BETTER
Chapter 1: Perceptions of Public Health: The Gaps Between Insiders and Other Leaders, Moriah Gendelman
Chapter 2: Communicating for Change: How We Deliver Our Ideas Matters, Nat Kendall-Taylor
Chapter 3: Winning Words and Strategic Stories: Building Public Support for Public Health, Doug Hattaway and Eric Zimmermann
II. TOOLS AND PERSPECTIVES
Chapter 4: Tools: Effective Messaging and Storytelling for Public Health, Mark Miller and Rachel Locke
III. BRINGING PUBLIC HEALTH TO LIFE
Chapter 5: How to Tell Impactful Stories, Soledad O'Brien and Rose Arce
Chapter 6: Think Like a Marketer: Find Your Hook, Make It Beautiful, and Humanize the Numbers, Sarah Martin, with contributions by Anna Duin
Conclusion-- Communication in Public Health: Where We Go from Here, Karen De Salvo
Resources
Index
